Orlane Targets Twentysomethings

Widely regarded for its chemically-advanced and ultra-luxurious anti-aging regimens, Orlane—the 60-year-old French skin care brand—is skewing younger with a new collection of preventative items aimed at consumers aged 25 to 35.

Entitled Anagenèse 25+, the three-piece collection will be available in May at Orlane’s 75 U.S. doors, including Neiman Marcus, said Kasumi Ito, the brand’s vice president of marketing.

Comprising a facial cream, a facial serum and an eye cream, the line is less expensive than other Orlane products and features all-new packaging—white bottles accented with silver writing and sky blue caps.

“With this line, we wanted to target a younger market and bring a new clientele to our customer base,” Ito said. “The aging process begins at 25, and this range is precisely for those consumers who want hydration, cell renewal and radiance.”

The line contains as its key ingredient pro-cellular growth factors, which Orlane first introduced in the original Anagenèse line in 1988, which was based on Nobel Prize-winning research. Pro-cellular growth factors stimulate the profileration of fibroblasts, increase the production of collagen and hyaluronic acid and stimulate microcirculation for radiance and oxygenation, the company said. Along with hibiscus seed extract, pro-cellular growth factors make up the Anagenèse 25+ Complex—the centerpiece of each product in the line, said Orlane Paris national trainer Denise Gorant.

Priced at 1.7 oz. for $100.00, First Time-Fighting Care cream prolongs youthfulness, softens fine lines and amps up radiance. In addition to the Complex, it contains a bio-marine complex, hyaluronic acid and vitamins A and E.

Morning Recovery Concentrate First Time-Fighting Care Serum is a white gel priced at $100.00 for 0.5 oz. The formula contains ginseng extract for a smooth, energized and luminous complexion. It can be applied in the morning under skin care or throughout the day for a jolt of radiance.

Finally, First Time-Fighting Care Eye Contour, priced at $85.00 for 0.5 oz., fights against the first signs of aging in the fragile eye area. It activates the production of collagen, encourages cell renewal and revives radiance to minimize lines, puffiness and dark circles. Key ingredients include white lily extract, dermosaccharides and organic silicon.

In order to target a younger market, Orlane will reach out to the daughters and granddaughters of its current customers, Ito said, with hip sampling events in Neiman Marcus’ contemporary fashion department. The launch will also be featured in Neiman Marcus and Bloomingdale’s catalogues, and on Facebook, Twitter and beauty blogs.